The ground floor lease space labeled Suite 150 in the 2,000-car parking garage at 1501 Lake Robbins Dr. in The Woodlands Town Center — just a couple doors down from the storefront in the same building that used to house Northside Fiat — is now home to the Houston area’s second factory authorized Ferrari dealership. Unlike your typical dealership (and the same owner’s Ferrari of Houston, at the top of the bend of the Southwest Fwy.), there’s no lot and no service or parts department.

This is what “European sensibility” means in The Woodlands — at least to the Woodlands Development Company people marketing Treviso at Waterway Square, a 23-story condo tower planned across Waterway Square Pl. from the Woodlands Waterway itself, right behind the construction site of the 302-room Westin hotel now going up along the waterfront. The view down the waterway above shows the new tower at center, in front of an existing multi-story parking garage (whose cheese and bicycle shops at the base face Lake Robbins Dr.), and just east of the 24 Waterway Ave. office building and its ground-floor restaurantage. The completed Westin is at right center.

In the language of the development firm, this setting is “not unlike a European village.” So the name? “Treviso is a medieval Italian town near Venice that shares its combination of peaceful canals and iconic Piazzas but on a smaller scale, and just slightly off the beaten path,” declares a marketing brochure.

BREW LOW, SELL HIGH A Woodlands entrepreneur plans to open one of those beer bars where the prices fluctuate like a stabilized stock market — near Hubbell & Hudson at 24 Waterway Square next month. Owner Steve Jackson got the idea after he visited the Berliner Republik bar in Germany about a decade ago. But his description makes it sound like prices at his new establishment, which he’s calling The Exchange, will only be adjusted every 20 minutes: “We’ll have monitors and a ticker throughout the bar with a countdown clock,” he tells the HBJ‘s Allison Wollam. “Our patrons will have to decide if they want to buy the beer before the 20-minute mark, or take a chance to see if the price will go up or down.” If all goes well, Jackson says, he’s going to want to open five additional locations elsewhere in the Houston area. [Houston Business Journal] Photo of pricing screen at Die Berliner Republik: Beatrice Obwocha